CODE OF ETHICS - AANA

1 code OF ETHICS . OBJECTIVES. This code has been adopted by the Australian Association of National Advertisers (AANA) as part of advertising and marketing self regulation. Its object is to ensure that advertisements and other forms of marketing communications are legal, decent, honest and truthful and that they have been prepared with a sense of obligation to the consumer and society and a sense of fairness and responsibility to competitors. This code comes into effect on 1 January 2012. It replaces the previous AANA code of ETHICS and applies to all advertising and marketing communications on and from 1 January 2012.

2 This code is accompanied by a Practice Note which has been developed by AANA. The Practice Note provides guidance to advertisers, complainants and the Advertising Standards Board (Board) in relation to this code . DEFINITIONS AND INTERPRETATION Excluded Advertising or Marketing Communications means labels or packaging for products, public relations In this code , unless the context otherwise requires: communications (corporate or consumer) and related activities Advertising or Marketing Communications means any and, in the case of broadcast media, any material which material which is published or broadcast using any Medium promotes a program or programs to be broadcast on that or any activity which is undertaken by, or on behalf of an same channel or station.

3 Advertiser or marketer, and Medium means any medium whatsoever including without over which the advertiser or marketer has a reasonable limitation cinema, internet, outdoor media, print, radio, degree of control, and telecommunications, television or other direct-to-consumer media including new and emerging technologies. that draws the attention of the public in a manner calculated to promote or oppose directly or indirectly a product, Prevailing Community Standards means the community service, person, organisation or line of conduct, standards determined by the Advertising Standards Board as but does not include Excluded Advertising or Marketing those prevailing at the relevant time in relation to Advertising Communications.

4 Or Marketing Communications. Prevailing Community Standards apply to clauses below. The determination Advertising or Marketing Communications to Children by the Board shall have regard to Practice Notes published means Advertising or Marketing Communications which, by AANA and any research conducted by the Advertising having regard to the theme, visuals and language used, Standards Bureau. are directed primarily to Children and are for Product. Product is defined in the code for Advertising & Marketing Communications to Children as follows: Product means SECTION 1 COMPETITOR COMPLAINTS1. goods, services and/or facilities which are targeted toward Advertising or Marketing Communications shall comply and have principal appeal to Children.

5 With Commonwealth law and the law of the relevant State or Territory. The Board means the board appointed by the Advertising Standards Bureau from time to time, the members of which Advertising or Marketing Communications shall not be are representative of the community, to administer a public misleading or deceptive or be likely to mislead or deceive. complaints system in relation to Advertising or Marketing Advertising or Marketing Communications shall not Communications. contain a misrepresentation, which is likely to cause Children means persons 14 years old or younger and Child damage to the business or goodwill of a competitor.

6 Means a person 14 years old or younger. 1 Complaints under Section 1 are made to the Advertising Claims Board, Australian Association of National Advertisers Suite 301, 100 William Street Sydney NSW 2011 1 January 2012. P +61 2 9221 8088 F +61 2 9221 8077 E W 1 of 2. code OF ETHICS . Advertising or Marketing Communications shall not Advertising or Marketing Communications shall treat sex, exploit community concerns in relation to protecting the sexuality and nudity with sensitivity to the relevant audience. environment by presenting or portraying distinctions in Advertising or Marketing Communications shall only products or services advertised in a misleading way or in use language which is appropriate in the circumstances a way which implies a benefit to the environment which (including appropriate for the relevant audience and the product or services do not have.)

7 Medium). Strong or obscene language shall be avoided. Advertising or Marketing Communications shall not make Advertising or Marketing Communications shall not depict claims about the Australian origin or content of products material contrary to Prevailing Community Standards on advertised in a manner which is misleading. health and safety. SECTION 2 CONSUMER COMPLAINTS2 SECTION 3 OTHER CODES. Advertising or Marketing Communications shall not Advertising or Marketing Communications to Children portray people or depict material in a way which shall comply with the AANA's code of Advertising &. discriminates against or vilifies a person or section of Marketing Communications to Children and section the community on account of race, ethnicity, nationality, of this code shall not apply to advertisements to which gender, age, sexual preference, religion, disability, mental AANA's code of Advertising & Marketing Communications illness or political belief.

8 To Children applies. Advertising or Marketing Communications for motor Advertising or marketing communications should not vehicles shall comply with the Federal Chamber of employ sexual appeal in a manner which is exploitative Automotive Industries code of Practice relating to and degrading of any individual or group of people. Advertising for Motor Vehicles. Advertising or Marketing Communications shall not Advertising or Marketing Communications for food or present or portray violence unless it is justifiable in the beverage products shall comply with the AANA Food context of the product or service advertised.

9 & Beverages Advertising & Marketing Communications code as well as to the provisions of this code . This section does not form part of the code of ETHICS and is provided here for information only. COMPLAINTS UNDER THE AANA SELF REGULATORY SYSTEM. Complaints about the content of an advertisement or marketing communication can be made under this code and the other AANA Codes to the Advertising Standards Bureau3. You can make a complaint by: Lodging a complaint online at: Writing a letter (and sending via post or fax) to: The Advertising Standards Bureau Level 2. 97 Northbourne Avenue TURNER ACT 2612. Fax: (02) 6262 9833 Once the Advertising Standards Bureau has received your complaint, it then assesses the complaint to determine whether it is eligible for consideration by the Advertising Standards Board.

10 The Board is the body established to consider complaints. If accepted the advertiser/marketer is notified and a response is requested. The complaint is then considered by the Board and the advertiser and complainant are advised of the determination. A case report is then published. The original complainant or advertiser/marketer can also ask for a review of the determination. 2 Complaints under Section 2 are made to the Advertising Standards Board 3 If your complaint is about a program (not an advertisement) on television or radio, please contact the relevant industry body. Australian Association of National Advertisers Suite 301, 100 William Street Sydney NSW 2011 1 January 2012.